Bayer Consumer Health is hosting a challenge during the Active & Intelligent Packaging Summit Americas, which will be held June 4-5 in Jersey City.
Members of the Active & Intelligent Packaging Industry Association (AIPIA) are invited to present new ideas that incorporate all types of active and intelligent packaging formats and technologies, and that can be applied across the company’s portfolio of U.S. consumer brands. All association members are welcomed to participate in the Bayer Challenge.
Bayer’s consumer health portfolio of non-prescription products include leading brands in categories that cover allergy, analgesics, cardiovascular risk prevention, cough & cold, dermatology, foot care, digestive health, dietary supplements and sun care. The company’s U.S. product portfolio includes well-known brands such as Aleve, Alka Seltzer, Aspirin, Claritin, Coppertone, Dr. Scholl’s, MiraLAX and One-A-Day.
The agenda notes that Bayer would like to use smart packaging to enhance the consumer experience in three ways:
Creating a strong emotional and functional bond with consumers. This includes engaging the consumer in-store and at home; conveying product safety guidance and dosing information; point of purchase interaction; and track and traceability.
Managing clinical study operations more efficiently. This includes clinical supply monitoring; compliance monitoring; and track and traceability.
Holistically managing product supply chains. This includes life-cycle management, e-commerce applications, and shelf-life.
The pitch can cover one or more of Bayer’s U.S. brands, and presentation content should include:
Consumer engagement and interaction
Interaction with smartphones, specifically Printed Electronics and NFC tagging
Increased functionality to appeal to consumers, young and old
All ideas should keep sustainability and recyclability in mind. The agenda notes that Bayer will follow-up directly with individual companies to further explore concepts that they would like pursue as an outcome of the challenge.
Bayer Consumer Health has chosen the AIPIA’s first U.S. summit to host this challenge, “recognizing that packaging innovation creates brand value and differentiates products in the eyes of consumers.”